Category: AdTech

Kill the Click! But replace with what?

MRC MAY DEPRECATE THE CLICK AS AN AD METRIC, PART OF SHIFT TO OUTCOME-BASED MEASUREMENT: While it’s unlikely the MRC would actually void it as an ad metric altogether, Ivie said clicks likely would simply become irrelevant as the industry shifts its focus on better metrics. Either way, Ivie said the MRC is overdue to update its click metric standards, and that it’s possible it will just let them grow dormant rather than giving them new meaning. Read More: